visual communication design

niamh boura

Brief 

The client

The client is Ivy Renner, a 30-year-old woman living in Melbourne, Australia, who intends to start her own plant shop. She has a degree in Agricultural Science and has many years’ experience caring for plants and working in plant shops and nurseries. The shop will be located in Melbourne and will be indoors, selling only indoor plants. The plants sold will have varying needs to accommodate for a variety of audience. Renner is passionate about caring for plants and intends to sell a beautiful range, making her shop both casual and high quality.

Target audience

The Target Audience for the plant shop is very broad. It consists of teenagers, young adults, adults and the elderly. 

TEENAGERS:

Many teenagers like to have indoor plants in their rooms to liven up their spaces. This niche group values simple care instructions and a selection of plants with a range of light requirements to fit their rooms best. This group has been designated as spanning the ages of 15 to 20 and will be mostly comprised of girls.

YOUNG ADULTS:

Young adults, from ages 20 to 35, are often both fashionable and frugal. This combination calls for a minimal colour palette and a range of prices to accommodate for their possible financial situation. This is often due to part-time work, study and shared accommodation.

ADULTS:

The majority of adults who shop for indoor plants are relatively wealthy and consider themselves classy individuals. For this reason, higher prices may be affordable and longer care instructions could be the best option. However, with long instructions comes the need for clear headings for ease of finding information.

ELDERLY:

Many elderly people find gardening a rewarding hobby and may like to bring elements of that greenery indoors in the form of indoor plants. This demographic may enjoy a larger selection of plants but conversely may also value low maintenance depending on their situation. There is also the need for clear headings in reading materials due to poor eyesight. 

Presentation 1

The first communication need is for the designer to create a Visual Identity for the client’s shop including a logo, shop name and more.

Presentation 2

The client will be producing a small plant related reading publication on a regular basis and requires a concept for the first edition. The client has asked that the designer explore different types of reading materials including small magazines, brochures and zine